Amazon Video on Demand Launches Today

What's the big difference between this video store and most other online video stores? Streaming. When you order a show on Amazon's new service, you can start watching immediately, just how it works on IPTV. Amazon's own Unbox or Apple's iTunes can't do that, because you have to wait out the download before you start watching. Amazon Video on Demand will feature 40,000 titles at opening.

For those less computer-savvy users who like to do everything on their TV, there's an option; Sony Bravia Internet Video link, which will bring the videos directly to your Sony TV. However, it's an extra 300 bucks which not everyone will be willing to dish out. Some new models will have the functionality built-in, though, reducing the extra cost.

This is not a revolutionary step in any way; it's just Amazon's estimate that broadband penetration is high enough that such a move makes sense. It probably won't even be making them any money at first, but the race for online video on demand is on with healthy competition from Google, Netflix and others, and there's no time to waste.

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